After flirting with the idea via collaborations with H&M and Macy’s, Matthew Williamson’s is finally premiering his first diffusion line, MW Matthew Williamson. The approximately 250-piece collection — which is hitting shop floors now — has an average price point of $400-$560 and a slightly different slant than Williamson’s main line. The designer explains: “The main line is known more for print and color and that sort of red-carpet aesthetic, glamour and jet-set and all those kind of ideas. So whilst those ideas have some synthesis within the diffusion line, I wanted to make it more about an urban wardrobe and less about specialty pieces.”